CREATIVE eed man uo aol IWCChaptor One: (Chapter Two: ‘Chapter Three: Chapter Four Chapter Five: Chapter Ste Chapter Sever: Chapter Eight: Chapter Nine: Chapter Ton: Chapter Eleven: Contents Introduction ‘Arts and Leisure 10 Business and Technology 38 Health Care 77 Hotels and Restaurants 92 Luxury, Fashion, and Beauty 103 Food and Beverage 122 Philanthropic and Educational Organizations. 136 Shelter 146 ‘Self-Promotion 157 ‘Transportation and Shipping 172 Youth and Sports Market 178 Dkectory of Designers/index 190 |About the Authors. 192 ‘Acknowedgments 192Memo from the Design and Marketing Department vor ask youre why sales associated wth markting, while design is con ected 1 predtlon? Corny it makes sense fr the designer to oversee production, only to enue the printer’ or package's exceution matches the ‘esiane’s alr, Ard the designer must have animate understanding of he Yimtations of production, which ae als the its of appled design. Butts is ‘only the vecstional aspact of he designer's an an eral ‘when it comes to ereating strong logos, desig anc mpomantaton are the st sp long a fng path The dsign ef 2 vcual dont i essen fo he mock ing of any brand because ogee ere marketing oo. And the ony way to create {8 reat logo-—asce ram tind luck—Hs fo approach fs rom the marketers starepoit, ‘Armarktingassecsmont eso lagjeal and essential that most designers nwo besin each projec by ana ther subject trough marketing si Ps ro uc, ace, pice, packaging, promatin, and people. Ths asossment can be {2 inbrmal asa roments thought oho baring of the ois ona natepa ‘wih the details sketched around ther. Or the evluston can take place over the course of mors tough esearch, itrvaws cus groups, competive analy tet markets, and sues. (F course, any process can seem sfraightirward whan is viewed out of con text The logo designer's eal oalenge isto exocute ths faa of eu marking frestghaton wie tunning @ gut of cen derands, me coat, sa brated or ating mars, dlergen audiences, re Lechnologies, and unused applications, “Ta logos inthis book ae stiong bocause thoy mac trough these Amasarn pbioy a ‘chant: Minnesota Public Ragio seeder St Paul, Minnesota, USA ly ae tract Agwrey: Desgrippes Gobé Group otro wn a oe New York, Now York, USA vets nenocwe a0 ooh rcs Grasp bcc In the natiorside network of pubicy supported television and radio stations, Nirnesota Pubic Radio MPA) is lader in sycicatnd programing, Tha sa ton produces shows such asthe long-rucing Prairie Homa Companion with (Garison Kell, Amercan RacioWerks and The Savy Taveler so broad ‘casts national synaeatad radio shows such a8 A? Things Consisera, “Toretectits growth and matuity asa broadcast content prover, MPR caled n Desorippes Gabé Group to raf its dentiy. Besos facing tho chalergo of \suay communicating the concent of rado and sound, he design teu had to ‘work ith a lengthy name and te need or the sen Yo workin cankarcion ith various raco cal eumbers. ‘The Process Tho Desgrnpes Gobé team explored radio's vsual artery a5“ ert rafuge’— ‘8 prt, emortona lac in which a tener can lawn and rete, The tam also ‘explores the recto meaning coneruniaio and conncton—pecre. MINNESOTA ‘perigee mado bya adap a gen ouces era oad water was tha mage that resonated hough numerous keiches. The Bue and PUBLIC RADIO 994 cok pate ae lean ypegraphic Meatment acd access othe dain mpr)) Trough MPR ck seeps reson91.1ifm 95.5 fm Minnesota atielit Radio <<>> Radio That Matters throughout the region ara eeston Romney packing ‘pen eae nat Orlitee Logos: Waning 8 Strong Marc RhInBOw. PURTY fete sons —aabety spring te fap Wild Rainbow Party "Now York, Now Yor, USA ‘The Missive [Now York, Now Yor ‘The Chatlon Population roupe fal tito oun categorization, jt as businesses and pro- lessons do, Wid Ranoow Party produces documertary-sto events such ab ‘ite Panty and Marl Gras that argt a gay aulence. The cxsarizaton also creates and stiles dacumentary-sle travel videos of these productions Tha Mista’ chalengo i aking on hs ientty proect was to cesta visual thot encompassed the ergaization’s cre market whe sterng clear of demo raphe oles. “Though equerty dented a waratng and busines clans 8 a herabve marks ‘win igh cepasable income, the gay populin is, of course, extremely dirs, “his dry maka ¢mpoauble o pigeonhole aspect erage vocabuly tt vill appeal o every target ewer The ssi faced two acetal visual Nand caps in designing tn inti: the cents name fay lang, ar the aintboa— ‘a unlvrsl symbol ortho gay ravernent—had to be employed, creating & com lcation when visual mony ha a be raached in ho ovral soln. ‘The Process nthe design extn phaso, Th Mesh soarcha fora vay to estabsh 4 rltion among the werds wil ramnow party. Festive fons Were saoctd to ‘omey he aucions's upbeat and variegated personaly and the organizations promise fo cate a pay thal crows together paogle fom al sorts of bac ‘grounds, a recent syrbel of gay festive ever was used as an ilustreive ‘ebment therapy spinning rainbow fag, “Toe Result “The new fete, ewting brand has become a call to pay frit broad target aucionce, Whe the rainbow ag could be in danger of oxerbrancing inthe gy ‘commun hs unique take cn he etabishad kon imbues it with eshness and veal ‘Te Mase caterae 0 ‘gan aye asst a9GEFFRYE MUSEUM English Domestic interiors Gettye Musou Lewis Moberly ‘The Challenge ‘The Gotrye Musoum fsa edstered nonprofit organization based in London's 1 exarls of Brien home intr, Th ‘museum houses & permarke! exhiston of nsrors and gardens datra tom omgeling look ino the metamorphose East End, commited top 1800 tothe present day ana tern Bish intaior design. Tho Get The Process In uting he omens naceseary to reae tho perlet brand imago, he Lows ober des team became fescinated with he mucou es of eghisanh-centuyahouses, Each sl spat tat change quart team fooused fon conveying a “tough the keyhole? message of aon 10 a of Erich cute spore te it sate roam ats and ccover Nien fiGEFFRYE MUSEU COT ots a ee ood Seep uc eaeChapter Two: Business and Technology a Ma JohnsonDiversey manage the brand's turnerlen Launchlt" PUBLIC RELATIONS Laer se ns ar on wor Pet teeeus rosary = re tutes: nts oases ans eons The avers Wc (Gs mck enters pa Launenit Public Relations ‘San Diego, California, USA Koenig Creative ‘San Diego, Caltomia ‘The Challenge Pubic relations i an indusry devoted to gst now and existing products ant serdoas tothe public eye ia he media, isa business hat ies on atare itor iss communeaton, A srl San Diego-based pulls lations frm, Launcit Pubic Raisions, needed a brand mage tht adresse its mission: to launch ite clerts and thor wares. Obeovsty, he company's namo clever lay ‘on words, The firs beard image neo eapture te easence ofthe agency's layla name while ranting compete protesinalsm and he dese of er ‘ousness that appeals (ots Somewhat conserve cent base. The pus rel ‘ons tm ago wanted 1o apply a very itd budget. which routed a brane ‘rage tat could ba epteatad i Wo cobs. ‘The Process It was a rare moment Launeit Public Relations koved the st design presents ‘nl Maten tines and a ounchg red ba to capture of the emotion of action ‘wore coupled wa the nesta vison ota paclaball game—a nearly universal ‘con that conveys both the esas nae and mason. “The Result “The tna band image was applied to Launchit Publis Relations’ slationery and ‘as ive le trough a clever sriated version forts website The frm has ‘acelves nunsxous compliers tm both easing and prospect cents. Launchit FURIE RATIONS wotcanat aun 6 BE Gee S218tent: agency. @ The Internet Fund Faserting an nmaon Spree ese hh sy nt ony 1 ste oc @ Wires Mt Fans ® Kiros Mangere ne @ vem ia

WreNide astro find oe Se des ay {agian Gra crea suo ton ery at ‘The Internet Fund White Pian, Naw York, USA Langton Cherubino Group, Ltd. New Yor, New Yar ‘The Challenge Langton Gherubine faced a true chllonge a the end ofthe dot-com ea. is ‘lort—The IrternetFund—wanted a brand image thet conveyed two themes, The fest as tne ntmst, which i associated wh grouth ick, evolutonary ‘sp904, and new opportunites, The second was investment, commonly pares wi stapity, asses, zd lona-tarm retume, The chalga wae te reeancle ‘hese opposing hemes in a worl! het oct a8 confiserce in ern investment cppertuites, ‘the Process “The Langlon Cherubino dosign team expLoed themes of growth and high tot nology 36 wll ae vactral and agcressive investment strategies. The toam ago ‘cancers cnthe elt’ ether cette tobe sean athe autho om Inert Investment whie bela perceived as a consistently parorming resource for rn ‘a sacury. ter welpapsring har oon win concep! sketch, the design team bogan its exploration by paying with an in @ lamone tht resembles an Imerstete norway formation son, The demon! shape then evel into var ‘ation on te @ ey “The Result ‘The irternet Fund's brand image was erpoyed to lurch a marking camsign| ‘hat was eared wth good succes nth Hal Sect Jounal, Money mega ze, and dozens of other rade and consumer thancalpuseations. The da ‘mers shapo then became the Inchon fo famlyof and dante inctucing ‘Tha Macical Fur and The niet Furs parent comaeny, Kinetics Asset Management Trae Pr)Don Qualoomm Incorporated Gan Diego, Catforia, USA Koenig Creative design team was charged wth cresting a corporate ier fora many thet elleres cele pan Euroaaan serve rater than lees per acai carig Creativ dig ta lo ad to partner with an Arsterda-based ‘The Process ‘Afra aude aut of curont Euopsen design tends the Koenig Creative rants to cept this butirest-ovanted wireless communication fim: Tho Q rep: tow of wireless communication, The Amsterdam based deen g1oUD co “The Result ‘Afer tne 20.COM brand rage as epplad 0 stationery, cleteral mates, brit advertising, Web creaence, trade show bocth dspays, and presentation ‘alels, he new mark was lauded bythe fra Ewopoan countorparts testing {oils international peat I a ~ 8G BRM esseredo0900 your word in one st Dap bens C0000 Dopod Communication Corporation Shangtal, Chea FutureBrand, Incorporated Singapore, Singapore ‘The Challenge ‘new Cir based was tecelogy company, Doped, was geared to launch ie nega revolitonaypreduct—Dopod, tha st wiles pocket PC—in the biter and compttve consumer lechnclogy matet wh called cn the ‘Singapore branch of Futurrerd to develop ts trand mage. A technology no heer tha’ acing the way nt wheat cemmarications. he Cama Wi an idenity tat tnmediatlycomeyed kan inspiration, rtrance, snd premium ‘The Process Futureardsraming experts ceated and evaluated more than 200 candles oat the name Dopod, sabi and actu t ts target avsene, The fal deny derived i inspiration Fam In an expedited one-menty process. The eas searc which they fk best conveyed the bras promise to delve innova te backbone ofall computer language—binary coding, wich uses only Oana # to erumerate ll possible comolnatione, Tha FutureBrand design team wansines and three dots symmetricaly igned. The rnge so a coverage ovr te conans, The do athe beslnring suggest the rockets fan end visually my energy, mavemet, an dbname. (in Chinese, his sare wort means he a} The p atthe name’s uerum site! he wort sina that could be racy branded to the pro portable, lay. ond porter, Doge's tagine—"Your wri in pe*—eubstantiatos tn prctct's placement at the canter of ho users unvere, soWeng access to hare, form, pocket #C, ter words. ‘The Recut “Tha Futuretand design Yam apps tis brand image tothe company’s sta tionery ang t the pri Dopo! 686, whieh etal for USSSEE per unt, or te Frat ofering, Tas group alan impiemertad th Era onthe eompary’'s product, erature and corporat colateral matrl, Lest, developed a comprshensico identity guidelines merwal for use corporate son bates \Wihin six monte of ts unch te brand garnered high pice rom the techno 03) industry, Even # customer survey, the brand eamed above-average peter nce over oar atonal brands in he category.re jot wenoeran op sh stoma eso rat rere aon Tr ‘Sri postn es ‘sama at rie Feary bra rato BTATALNSMIve —— RED SPADE od Spa Fichord Zeid Dosign vant, ‘The Challenge The det-ccr ea cams and wer. Far more surprising than the oddball business te that fallad ave the eucomsstalconppanes—te anes that survived, Nat ony id they rave to make it rouRh statu, they algo na tough conveying an erage of exalt in a past-boom wet 1» consets of providing Web parlormance aust ions goa ioonitesotactve usabiy wel as usabity gape that cartbut to oss of hard Zoid Dean wae charge fo do wth Ped Space’s rage, That's ‘The Process dewoping status plans rts wn chefs. The team resarchod, vata and vith tergeteusiance seeking tog tough @ mountain of daa for answers to ‘marking problems and bl ce ian unset environment The Result The spe ano Joan by the desi team she pee ooking a ro.noneoCargill The ResultSCHMIDT& PETERSON LIMITEDnee ees ousepad see Gagne er ascoarait ow ean e909 ss wormng et ne nace eed corpus ase ee eco ate ‘Agoney: rere) busine and Teehooeay MousePad nc. ‘San Franceco, Calforia, USA Graphicwise Inéno, Caltoria ‘The Challenge “Theres a ine ine betgen fun, engexing approachable design an cartoonish ‘sas that won’ stl confoence a eles. Ths nodnern Caifenia-baved ‘company wantod ts entity to welcome fechootoicl neonhyes. The ick was ‘emake the symbol ofthe mous as unique and movable as pesibe who ‘maintaining the bolonce betwoon entrain ard pressions maga. The Process Caprice’ intial designs were tor too stucres anc proessona, ering solely aay rom paytd graotice. Bu once the lam siecoverd jst how fun and easygoing the company’s carporata cus is, erhig 10 no lace. Win the name MousePad, Graphicnge toyed with images of mice and com- pute rested eauipment, The winer tuned ut tobe an abstract hyo of ener ‘mouse and computer mouse with a moute pad backaround. “The Result ‘The ightneated ident opened the dco or ether eeatve design solens. For example, each employees busines cardi porsonalzed wit iso: hor “nage i sikouetto, FE on Sa ich crt a nse poser heoase,a( Juantive (lent: aQuantive ‘Agonoyt Horna Andarson Design Works, Ine Seattle, Washington The Challenge Quantve, nc, isthe parent company of one ofthe incu’: mast succosstl ‘ital markting fale: Avenue A an ol or daivering tect digital martin ‘campaigns. Foundes 61097, the Soatle baeod Quan helps ob! cons omer ave ieractve makati giro, and Alas DMT develops 2 increbie marketing power, enallng marketers 10 reach one of ha wort ‘astast-goning segments—the onine castor ‘Accorsing to Jupiter Research 1. an online markt esaarch fr, cnn adverts. Ing expendtres inthe Unt States grew to $62 bon in 2003 and wil raw te $14 billon by 2007, outpacing TV, pint, and radi The company needed a ow beara idan ta rtleted is growth ne rapaly expancing ncty es ‘ced on Homi Andersen Design Werks, Ine (HAD), o devlon 3 row lok and eo ‘The Process The HADW design team discovered that nthe world of Wat aneyet and mar ting prouct, the of song and anaiyzing lrg ferme ot data. Stoting the @ in aQuantve's same points toa male snice it proves its cents, The broken se ateror is frhanced in bie for O stars fr the O-ring method a practical means ‘The Result “The hen stengtn inthis brandi ts aetnetne ltr, St ino a ston ‘yo, ckes on a parereheticl or oncoming qualtyperect fora parent company that embraces susie,ORIVO . orivo Hornall Anderson Design Works, Ine. Seatte, Weshinaton based corary that als as, Founded by Dasa Snag sng brag that had not been reaching ‘on Hera Aderson Design Werks ADH imeless identy witha Evropean fi. The challange faced by HADW a thal (tivo dnt want o look up compeny despite is rawness, I needed The Process Father than researching graphic eymols and other is ston, the HADM team dace satan nbnes a srking lowercase, sons “The Resultcant Scotchprint "ge GraphicsStorageNetworking.arg forge crayon ‘Soret conan StorageNetworking.org SSS | Aepars elo The ter University of Caiflornia, San Diego San lego, Coloma, USA Koenig Creative ‘San Dogo, Catfera ‘The Challange (Ove he past decade, the information storage, fetes, and setrbuton business has exceaded the confines of le folders, storage cabinets, and warehouses. ‘StorageNatworkng org was founded by the Intonation Storage Industry Corer (SIC) at Uniersty of Calferia, San Diogo, wih a grant fom the Storage [Networking Ina Association (SNA andthe Sloan Foundation lo Suppor ‘ata storage tcrnology wergroups so users can wieact with ther peers and cher exerts abou! ths etic nds. The Biggest doson chatenge the Koorg Creative tam faced was tho font ofthe orgaizaon's namo, which had 1 be incorporated into aloge without abbreviation. “The Process Te Koong Creatue tam doveoped several ktntty concepts. Eacn conveyed arent visual eoreeortaton of technology ae personal patworking. The final ogo was chosen bare ont simple typographo Westman The use of tne ater o inthe name depicts separate disks cr nodes, and the Sowchart ne ‘ements represent ther interconnection, ‘The Result ‘Toe SterageNatwerkingorg stoi currently boing bot etd, Bot ho logo and the wens design nave been well raced by the cient andthe site sponsors iho partoulty ko the cin’ simply and he way ogo ements carty through the site as ‘of Data Storage TechnologyCesk: The Kudelski GrouprAccords Technologies ‘Sn Diago, California, USA Agency: Koenig Creative ‘The Challenge technology subsidiaries providing tagratad securty ysioms for both gta OBERRUTS scone tae ri ein ot ct ee Moot of hese bronds wore dle, hing ben crated ving he 1900 peclazing inthe development of set-top cable box tacheology. Koenig Cea was commissioned to develo an identy Pat stood alone fram other Keli poo ‘brands but ccaly conveyed its own message: a global layer tat cretos tech zy nore Polos tat intgrateceamieasy wth ater aettop syste ‘The Process Tre Koenig Greave team explored numerous soiions, including several tht ares, a lle, and a tiangle—ard th letter O focused on ihistating an organic eure sweeping tough a Wiande, depicting accord betweon the aecordis The Result The thal Accords Technologies logo gameced Nh praise ram b ‘and its European parant, Kui Croup. The identity was ape colaleral, aed package branding, ard tha produc wl be aunche in 200C Cosmiesumo.com > Gaim = ‘The Result NICHOLASage rev ‘roman ‘The Challenge ‘Soda 20 cares. ion: Agere Systeme: ‘entoan, Penyiani, USA Aosney Lippincott Mercer ‘ager Systems fs a premier provider of advanced intgraled-ccut solutions for wireless data, high-density sorage, and mutisenvice networking applic tions, The company is maket leader whose 67 fais workduide relic ‘design and appicaton centers, sales offces, ana manulacuring units. THs refreshed brand identity that tetlected ite numerous interes, The nes eniy ‘needed to launch in 120 countes—but the rea chalenge was the schedule. “The ene brand program nad to be completed in 12 weeks rnolegy-orented operation commissioned Lippincott Mercer to develop ‘The Process ‘The Lipincolt Mercer development tear worked hand in hand wit the lent to select mote than 1,900 names and flow hraugh preliminary eae, Saquste 1nd URL screenings to ently the best candidate, Tho team then rtted focused brand postoning statement through extensive exocutve and customer Imersons, a compaiivn aus, and resiew of madia‘anasl repos Logeypes, symbols, rd wordmark for ve fait concepts were concuanty proces for clent presentation The Result The soloed loo and ceslon system uses a multored, lowercase type tet iment executed against a stark white backdrop to aitrontiate Agere Systems in Is highly compute, prodernranty bue-hued marksipace. Lippncot Mercer ‘designed md procucad the launch kt maria for Agere Systems’ unch at ts voting sales crverance. The aga so eae anti guns vith